Building Differentiated Omni-channel Experiences

Towards a Marketplace

Current State

Current State

Omni-channel Framework

CustomerCustomer need targeting

MarketplaceSolving customer problems by meeting more needs and being present in customer lives in the way they want us to be.

Needs Access

Solutions Enablers

Solving customer problems by

meeting more needs

Being present in customer lives in the way they want

us to be

+

+ +

+

+

Home/Property

MoneySelf/People

Mobility

Banking & Wealth

Third Parties

New Zealand

Insurance

Stores Digital

Contact Centre

Intermediaries/Partners

MarketplaceModel

MarketplaceAny product, any brand, any channel

MarketplaceExpanding beyond product

MarketplaceAligning needs and journeys

Complex and disconnected Simplified and connected

Marketplace

Approach

+Needs

Solutions

Customers solve for their needs

Research

Selection

Lending

Insurance

Legal

Movers

Agent

MarketplaceEnabling via our technology transformation

MarketplaceEnabling via our technology transformation

MarketplaceSeamless interactions across digital, voice and stores

MarketplaceSeamless interactions across digital, voice and stores

ExperienceOmni-channel needs analysis

ExperienceJourney mapping

ExperienceProviding Omni-channel tools to assist our key journeys

ExperienceProviding Omni-channel tools to assist our key journeys

ExperienceDesigning for Omni-channel

ExperienceDesigning for Omni-channel

The Empathetic (human) side of the differentiating Omni-channel strategy allows us to identify what goals and

motivations instigate channel-interactions. In recognising those we can better support the customer along a narrative that

extends prior to and past the mere interaction.

The Functional Omnichannel Design Principals allow us to align our channels to each other; to join them in a seamless,

integrated service network that addresses customer need and intention, and not business stipulation.

ExperiencermDesign heuristics

Design heuristics

Experience

Experience

In a CUSTOMER’S PREFERRED CHANNEL to fulfil a SERVICING, SUPPORT, or ORIGINATION interaction, we

MUST ALLOW FULFILLMENT where reasonably possible.

HOWEVER, IF IT IS NOT FEASIBLE within the customer’s preferred channel to fulfil their action, then FROM THAT PREFERRED CHANNEL the customer

MUST BE ABLE to initiate a SECONDARY CHANNEL INTERACTION TO FULFILLMENT, and we must make absolutely sure that NO INFORMATION INPUT STEPS ARE REPLICATED by the customer in this secondary

channel.

Functional failsafe

ExperienceEnabling a functional failsafe

Customer

• Understand the macro and micro needs of your customers

Platform

• Have an ecosystem to accelerate your own IP and allow others to add value and experience to it

Experience

• Omni-channel isn’t just technology, embed a culture of functional and empathetic design

Top Takeaways

Empower your staff to test and learn